Ligue de Football Professionnel (LFP) has hired Elevate Sports Ventures to support the North American media rights, sponsorship and ticket sales of its new summer tournament in the United States, the EA Ligue 1 Games.
The four-game competition will be held at Audi Field, in Washington DC – the home of Major League Soccer team DC United – and will feature Saint-Etienne, Bordeaux, Olympique de Marseille and Montpellier.
There will be two games a day on Thursday, July 18, and Sunday, July 21, at 6pm and 8.30pm ET respectively.
The tournament is sponsored by by EA Sports, the publisher of the Fifa video game franchise.
The summer tour is part of LFP chief executive Didier Quillot’s hunt for new US investors for French clubs to improve the standard of the organizations’s properties, Ligue 1 and Ligue 2.
Marseille and Bordeaux are both owned by Americans: former LA Dodgers owner Frank McCourt agreed to purchase Marseille in 2016 while Bordeaux was taken over by investment fund General American Capital Partners last year.
According to an LFP press release, the EA Ligue 1 Games “will be an opportunity to promote the competitiveness of Ligue 1 and for each of the participating clubs, to meet an ever larger fan base across the Atlantic. The clubs as well as the LFP, will take advantage of the EA Ligue 1 Games to reinforce their links with their partners through various commercial operations”.
The Washington Post has reported that Ligue 1 has signed a three-year deal, including an opt-out clause, to play at Audi Field. Marseille will also play DC United in a friendly on July 24, according to the newspaper.
Elevate – a joint venture of the San Francisco 49ers, Harris Blitzer Sports and Entertainment, Ticketmaster, Live Nation and the Oakview Group – recently signed a two-year partnership with the XFL to help guide and support ticket sales for the league’s eight teams ahead of its launch in February 2020.
Elevate has also been hired by Purdue University to oversee a fan-centric study that will determine the strategy surrounding extensive renovations to Ross-Ade Stadium.